Influence of the brand on consumer decision-making

Abstract

A brand is a way to identify and distinguish a business from its competitors in the market. It is more than just a name or logo. It is the whole experience a consumer has with a company. This study was conducted to find out the role and influence of the brand on all three types of brand elements such as (name, color, and value) on the dependent variable consumer decisions. The importance of our research is that people can have a clear understanding of brands and how brand elements change their decision-making attitudes. A Google form survey was used in this study to collect data from several residents of the Kurdistan Region in each of the cities of Erbil, Sulaimani, Kirkuk, Duhok, and Halabja, they aged between 18 and over 50 years old by taking a simple random sample.  About 175 responses were received through the questionnaire. After analyzing the data through SPSS and using correlation and regression models.

The study found that there is a strong positive relationship between all three independent variables and the dependent variable consumer decisions and also researcher found that there is a strong impact on the (name, color, value) consumer decisions. The study shows a positive impact on consumer's decision by the brand elements (color, name, and value) to choose a car. It was found that brand elements such as (value, name, and color) play a role in consumer decisions to choose a successful brand. This will help this study to choose cars from a successful brand by having the elements of value and color brand name. Consequently, this study shows that brand elements were able to influence consumers’ purchase decisions and encourage them to become more brand savvy and brand important.